Cognitive advertising triggered by weather data

ABSTRACT

Aspects of the invention include receiving, at a processing system, weather data that is associated with a target consumer. Content of a digital advertisement for a vendor is selected based at least in part on the weather data that is associated with the target consumer, and information about an item or a service provided by the vendor. The digital advertisement, including the content, is transmitted for presentation to the target consumer via a user interface. A response to the digital advertisement is received from the target consumer. The content of the digital advertisement is modified based at least in part on the response to the digital advertisement from the target consumer. The digital advertisement, including the modified content, is transmitted for presentation to the target consumer via the user interface.

BACKGROUND

Embodiments of the invention relate in general to advertising, and morespecifically to cognitive advertising that is triggered by weather data.

SUMMARY

Embodiments of the invention include methods, systems, and computerprogram products for implementing cognitive advertising that istriggered by weather data. A non-limiting example method includesreceiving, at a processing system, weather data that is associated witha target consumer. Content of a digital advertisement for a vendor isselected based at least in part on the weather data that is associatedwith the target consumer, and information about an item or a serviceprovided by the vendor. The digital advertisement, including thecontent, is transmitted for presentation to the target consumer via auser interface. A response to the digital advertisement is received fromthe target consumer. The content of the digital advertisement ismodified based at least in part on the response to the digitaladvertisement from the target consumer. The digital advertisement,including the modified content, is transmitted for presentation to thetarget consumer via the user interface.

Additional features and advantages are realized through the techniquesof the present invention. Other embodiments and aspects of the inventionare described in detail herein and are considered a part of the claimedinvention. For a better understanding of the invention with theadvantages and the features, refer to the description and to thedrawings.

BRIEF DESCRIPTION OF THE DRAWINGS

The subject matter which is regarded as the invention is particularlypointed out and distinctly claimed in the claims at the conclusion ofthe specification. The forgoing and other features, and advantages ofthe invention are apparent from the following detailed description takenin conjunction with the accompanying drawings in which:

FIG. 1 is a block diagram of a system for implementing cognitiveadvertising that is triggered by weather data in accordance with one ormore embodiments of the invention;

FIG. 2 is flow diagram of a process for cognitive advertising that istriggered by weather data in accordance with one or more embodiments ofthe invention;

FIG. 3 is a block diagram of a system for implementing cognitiveadvertising that is triggered by weather data to advertise food productsin accordance with one or more embodiments of the invention;

FIG. 4 is a block diagram of a graphical user interface screen forimplementing cognitive advertising that is triggered by weather data toadvertise food products in accordance with one or more embodiments ofthe invention;

FIG. 5 is a block diagram of a graphical user interface screen forimplementing cognitive advertising that is triggered by weather data toadvertise food products in accordance with one or more embodiments ofthe invention;

FIG. 6 is a block diagram of a graphical user interface screen forimplementing cognitive advertising that is triggered by weather data toadvertise food products in accordance with one or more embodiments ofthe invention;

FIG. 7 is a block diagram of a graphical user interface screen forimplementing cognitive advertising that is triggered by weather data toadvertise food products in accordance with one or more embodiments ofthe invention;

FIG. 8 is a block diagram of a graphical user interface screen forimplementing cognitive advertising that is triggered by weather data toadvertise food products in accordance with one or more embodiments ofthe invention;

FIG. 9 is a block diagram of a system for implementing cognitiveadvertising that is triggered by weather data to advertise drinkproducts in accordance with one or more embodiments of the invention;

FIG. 10 is a block diagram of a graphical user interface screen forimplementing cognitive advertising that is triggered by weather data toadvertise drink products in accordance with one or more embodiments ofthe invention;

FIG. 11 is a block diagram of a graphical user interface screen forimplementing cognitive advertising that is triggered by weather data toadvertise drink products in accordance with one or more embodiments ofthe invention;

FIG. 12 is a block diagram of a graphical user interface screen forimplementing cognitive advertising that is triggered by weather data toadvertise drink products in accordance with one or more embodiments ofthe invention;

FIG. 13 is a block diagram of a graphical user interface screen forimplementing cognitive advertising that is triggered by weather data toadvertise a restaurant in accordance with one or more embodiments of theinvention;

FIG. 14 is a block diagram of a graphical user interface screen forimplementing cognitive advertising that is triggered by weather data toadvertise a restaurant in accordance with one or more embodiments of theinvention; and

FIG. 15 is a block diagram of a computing device for implementing someor all aspects of a system for implementing cognitive advertising thatis triggered by weather data in accordance with one or more embodimentsof the invention.

DETAILED DESCRIPTION

One or more embodiments of the invention described herein providecognitive advertising which includes the ability for a target consumerto receive relevant information about products or offerings of anadvertiser by interacting with a question answering computer system,such as IBM Watson®. IBM Watson can understand natural language, reason,learn and interact with humans and is utilized by one or moreembodiments of the invention described herein to create a highlyinteractive user experience that is based on a marketing campaign'spurpose but with true contextual relevance for a target consumer. Inaccordance with one or more embodiments of the invention, the relevantinformation to be included in an advertisement (also referred to hereinas an “ad”) is selected based at least in part on weather dataassociated with a target consumer. For example, if the target consumeris at a location where it is currently snowing, the advertisement canmention the snow and suggest a food or drink recipe that is typicallyconsumed during snow events (or cold weather) such as hot chocolate orsoup. The information about the weather data can be received from aweather data source that tracks and predicts weather conditions atgeographic locations, such as data generated by The Weather Company.

Artificial intelligence, machine learning, cognitive computing are allexamples of technology advancements that are transforming the mediabusiness. In accordance with one or more embodiments of the inventiondescribed herein, weather and location data can be used to triggeradvertisements to the right consumer at the right time. This can resultin custom strategies that drive brand metrics and increased sales. Inaddition, advanced technology solutions can be built into the adcreative itself for more personalized and valuable interactions. The adcreative can include the media elements presented to manifest theadvertisement such as, but not limited to graphics, photos, scenes, andaudio. These elements can be modified by incorporating a specific imageselected by decision logic triggered by the context, for example, astreet view with pedestrians might show rain falling. For advertisers,consumer and product insights can be uncovered faster than ever before,revealing connections previously not visible to data scientists. For theuser, or target consumer, the use of one or more embodiments of theinvention described herein can deepen the relationship with the brand(s)of the vendor by providing, for example, personalized reciperecommendations that range from simple standards to entirely new,interesting and surprising dishes and ingredient combinations that candrive insights, sales, advocacy, and buzz. As used herein the termrecipe refers to recipes for food and/or drinks.

In accordance with more embodiments of the invention described herein,data and processing capabilities of a weather data source, such as TheWeather Company, and a recipe generator, such as Chef Watson™, arepaired together along with a food brand(s) being advertised to generaterecipe recommendations for a target consumer. Chef Watson, a productavailable from IBM, has analyzed thousands of recipes to understand howingredients are used in different dishes, commonly paired ingredients,and varying cooking styles. In accordance with one or more embodimentsof the invention described herein, recipe recommendations that includeingredients sold by the food brand(s) being advertised are selected fora target consumer based at least in part on weather data associated withthe target consumer. Additional recipe selection criteria can be furtherbased at least in part on the time of day, a geographic location of theuser, and/or preferences specified by the user (e.g., the targetconsumer).

In accordance with one or more embodiments of the invention describedherein, data and processing capabilities of a weather data source, suchas the Weather Company, and a drink recipe generator, such as WatsonTwist from IBM, are paired together along with a beverage brand(s) beingadvertised to generate drink recipe recommendations for a targetconsumer. The drink recipe recommendations are selected based at leastin part on weather data associated with the target consumer and on aningredient(s) of the recommended drink recipe(s) being available fromthe drink brand(s) being advertised. Additional drink recipe selectioncriteria can include time of day, geographic location of the user,and/or preferences specified by the user (e.g., the target consumer).

In accordance with one or more embodiments of the invention describedherein, data and processing capabilities of a weather data source, suchas The Weather Company, and a question answering system, such as IBMWatson, are paired together with a dining or entertainment brand(s)being advertised to generate suggestions for a target consumer. Thesuggestions are selected based at least in part on weather dataassociated with the target consumer and on options provided by theentertainment brand(s) being advertised. Additional suggestion selectioncriteria can include time of day, geographic location of the user,and/or preferences specified by the user (e.g., target consumer).

By taking advantage of the ability of IBM Watson to understand naturallanguage to interact with humans as well as its ability to reason andlearn, one or more embodiments of the invention described herein providemore personalized digital advertising user experiences when comparedwith contemporary digital advertising approaches which have a definedscript. In addition, data related to the two-way interactions between atarget consumer and the digital advertising platform can be saved andused for example, by an advertiser for market analysis. As used herein,the term “digital advertisement” refers to an advertisement for aproduct or service that is delivered through email, social mediawebsites, online advertising on search engines, banner ads on mobile orWeb sites and affiliate programs.

One or more embodiments of the invention described herein providecognitive advertising that is triggered by weather data to providereal-time, personalized product or service recommendations to targetconsumers. By utilizing the ability to obtain weather data about atarget consumer, using for example applications and data from TheWeather Company, the cognitive advertising can be tailored to individualtarget consumers and provide them assistance in narrowing down theirselections.

Turning now to FIG. 1, a block diagram 100 of a system for implementingcognitive advertising that is triggered by weather data is generallyshown in accordance with one or more embodiments of the invention. Thesystem shown in FIG. 1 includes a user 102 (also referred to herein as a“target consumer”) interacting with a user interface 104. The userinterface 104 can be implemented by computer instructions located on anycomputer used by the user 102 including a mobile computing device (e.g.,a cellular phone) or a stationary device (e.g., a desktop computer, atelevision monitor). As used herein, the term “user interface” refers toany type of interface for providing communication between the user 102and a computer implemented application. Examples of types of userinterfaces that may be utilized include, but are not limited to voice(e.g., via speakers, microphones), display screens (e.g., touch, text,graphical user interface), and haptic interfaces (e.g., vibrators,accelerometers).

In accordance with one or more embodiments of the invention, the userinterface 104 shown in FIG. 1 is created by a cognitive advertisingapplication 108 and is presented to the user 102 as all or a portion ofa user interface of an existing weather application 106, such as TheWeather Channel application from The Weather Company. For example, thead placement platform SWVL from The Weather Company can be utilized byone or more embodiments of the invention. SWVL is a contextuallytriggered ad placement platform that allows advertisers to createmultiple versions of an ad, and to define triggers that the SWVL backendlogic chooses among the multiple versions to orchestrate a combinationof frontend design elements based on weather, location, and otherrelevance judgements and attributes local to the user. The SWVL displaytechnology also includes multiple links to external tools such as socialsharing integrated right within the ad to encourage user engagement. Adscan be displayed within mobile device interface platforms or webbrowsers, either on a desktop or mobile device. Ads are rendered in acontainer layer by the frontend technology, such as in a hypertextmarkup language (HTML) iframe, and they respond to user actions toactivate additional features via Javascript and cascading style sheets(CSS), or other user interface (UI) specification languages. In a mobileview, the UI elements might be configured using a library such as mobilerich media ad interface definitions (MRAID).

In accordance with one or more embodiments of the invention, cognitiveadvertising (also referred to herein as “cognitive ad”) services can beintegrated into the suite of SWVL design components by modifying SWVL toprovide: user controls for entering natural language text and spokenvoice input, calling from the ad to backend cognitive services thatdisambiguate the user's input and perform actions requested by the user(e.g., surfacing food combinations that comply with the user's searchwords), and maintaining the session position in a dialogue state spaceso that the user can have multi-turn interactions with the backendcognitive agent. In addition, unlike other advertising presentationtools, the cognitive agent utilized by one or more embodiments of theinvention can prompt the user for particular inputs, thus capturing userresponses of interest to the brand for their own analytics.

One or more embodiments of the invention can run within a wide range ofweather applications 106 provided that the application within which itis embedded can provide or access contextual features needed to triggerspecific advertisements or versions of advertisements. Example weatherapplications 106 include, but are not limited to: seasonal allergytrackers, travel advisors or hospitality applications linked to specifichotels or sites, location-specific applications such as a visitor portalto a national park, transportation-specific applications that might havea link to weather information such as flight status, and social mediaapplications.

The weather application 106 shown in FIG. 1 also includes an interfaceto weather data 116 that is used by the cognitive advertisingapplication 108 to select products or services to suggest to the user102. The cognitive advertising application 108 can request the weatherdata 116 from the weather application 106 as shown in FIG. 1, or thecognitive advertising application 108 can access the weather data 116directly (not shown in FIG. 1). As used herein the term “weather data”refers to any data related to weather conditions such as but not limitedto: temperature, wind speed, tides, precipitation, sun rise/set, moonphase, cloud coverage, pollen count, and humidity. As used herein theterm “weather data associated with a target consumer” can refer to, butis not limited to: a current or forecasted or past weather condition atthe current geographic location of the target consumer; and a current orforecasted or past weather condition at a past or expected futurelocation of the target consumer.

As shown in FIG. 1, the user interface 104 is generated by the cognitiveadvertising application 108 using weather data 116 and data from IBMWatson 110. As shown in FIG. 1, Watson data 114 which contains datatypically used by IBM Watson is augmented with vendor data 112 thatpertains to the advertiser, or vendor. The vendor data 112 can includeinformation about the products or services being advertised including,but not limited to descriptive information and graphics, recipes thatutilize products offered by the advertiser, weather conditions where useof the recipe and/or product can be suggested, and geographic locationswhere use of the recipe and/or product can be suggested. In cases wherethe vendor is providing a service (e.g., a restaurant, an amusementpark), the vendor data 112 can include data related to the service suchas, but not limited to descriptive information and graphics, geographiclocation of the service, holidays or time frames where using the servicecan be suggested, and weather conditions where using the service can besuggested.

In accordance with one or more embodiments of the invention, vendor data112 is integrated in two phases. During the training phase, IBM Watson110 is trained to identify the vendor's products and IBM Watson'straining data is focused on the vendor's products. For a foodmanufacturer, the manufacturer's products are added to the ingredientdatabase and a corpus of recipes that use the manufacturer's products isingested. During the second phase, runtime, vendor data 112 can take theform of additional constraints that are added to the user inputs sent toIBM Watson 110. For example, if a user requests a soup recipe,constraints are added to force IBM Watson 110 to create a soup recipewith at least one product from the advertising manufacturer.

In accordance with one or more embodiments of the invention, all or aportion of the user interface 104, the weather application 106, theweather data 116, the cognitive advertising application 108, IBM Watson110, the vendor data 112, and the Watson data 114 are communicativelycoupled as shown in FIG. 1 via one or more networks.

Turning now to FIG. 2, a flow diagram 200 of a process for cognitiveadvertising that is triggered by weather data is generally shown inaccordance with one or more embodiments of the invention. The processingshown in FIG. 2 can be performed, for example, by the cognitiveadvertising application 108 shown in FIG. 1. Referring to the processingshown in FIG. 2, at block 202, weather data associated with a targetconsumer is received. A block 204, the content of a digitaladvertisement for a product(s) (e.g., an edible product such as a foodor beverage) or a service(s) (e.g., a restaurant, a gas station, a movietheater) of a vendor is selected based at least in part on the weatherdata associated with the target consumer and information about theproduct or service provided by the vendor. The selection can be furtherbased at least in part on a current location of the target consumer, acurrent time of day, and/or preferences of the target consumer (e.g.,specified by the target consumer or inferred based on past actions ofthe target consumer).

In accordance with one or more embodiments of the invention, theselecting is performed by a question and answering system, such as IBMWatson, where cognitive backend services are trained to produce outputbased on complex combinations of input features. In a cognitive ad, theinput features may contain for example the user's location, the currentweather conditions at that location, and a request from the user innatural language such as “help me make a soup recipe with coconut.” Thecognitive process decides how to produce output with this combinationdepending on the machine learning model that was built during training.The output might vary for example in the way selected possible recipesare ranked, in the way ingredients are selected for inclusion in therecipes based on the season or current weather conditions, and/or in thephrasing of the output dialog turn produced by the agent (such asstating that “it's cold outside so here are some great hearty souprecipes” vs. “it's a hot day so I created some great cold soup recipesfor you”).

At block 206, the digital advertisement, including the selected contentis transmitted for presentation to the target consumer via a userinterface. At block 208, a response to the transmitted digitaladvertisement is received from the target consumer. In accordance withone or embodiments of the invention, the response is generated andreceived via the user interface. At block 210, content of the digitaladvertisement is modified based at least in part on the response to thedigital advertisement from the target consumer. The modifying of thecontent block 210 can be performed in a manner that is similar to theselecting of the content described above with respect to block 204. Atblock 212, the digital advertisement, including the modified content istransmitted for presentation to the target consumer via a userinterface. Blocks 208, 210, and 212 can be repeated until the digitaladvertisement is closed (e.g., by the target consumer exiting theadvertisement, by the application where the advertisement is appearingclosing).

In accordance with one or more embodiments of the invention, when theitem or service is an item (also referred to herein as “a product”) thatis edible (e.g., a food or a beverage), the digital advertisementincludes a recipe that includes the item as an ingredient. As describedbelow in more detail, the recipe can be a recipe for a meal or for abeverage. The recipe presented to the target consumer can be provided bythe vendor as part of the vendor data or the recipe can be generated inreal-time by a processor using IBM Watson. In accordance with one ormore embodiments of the invention, when the item or service is a service(e.g., a restaurant) the digital advertisement includes informationabout the service (e.g., a menu or daily specials).

In accordance with one or more embodiments of the invention, datarelated to the responses to the digital advertisement, including theflow and content of interactions with the target consumer, are storedand provided to the vendor for analysis. This data can be used touncover consumer and product insights as an aid in driving productcreation by allowing the vendor to better understand, based on theinteractive experience or “conversation” between the cognitiveadvertising application and the target consumer, what the targetconsumer is looking for in the product or future products. The responsedata can also be used as focus group data, for example when thegeographic location of the target consumer is known. The focus groupdata can broken down into different regions or nations or based on otherknown characteristics of the target consumers who were presented withthe digital advertisements. The response data can further be used todrive product placement based for example on analyzing focus group datato determine preferences in different geographic locations (e.g., westcoast, northeast). The data related to the responses, or conversations,can also be used to better understand brand perception and favorability.In addition, tone and intent of the target consumer responses can beinferred using IBM Watson.

In accordance with one or more embodiments of the invention, theanalytics performed by IBM Watson (or specifically IBM Twist or ChefWatson) can be modified by the conversations that take place between thevendor and the target consumer as part of the cognitive advertisingprocess described herein. Analysis can be conducted on the collecteddata and used to generate further insights to understand things likeflavor combinations that users have selected, ingredient trends, andoverall product information.

Turning now to FIG. 3, a block diagram 300 of a system for implementingcognitive advertising that is triggered by weather data to advertisefood products is generally shown in accordance with one or moreembodiments of the invention. The system shown in FIG. 3 can providereal-time, personalized meal planning recommendations that include anadvertiser's product for users on the go. One or more embodiments of theinvention described herein can provide personalized reciperecommendations that range from simple standards to entirely new dishesand ingredient combinations.

As shown in FIG. 3, data and processing capabilities of a weather datasource, such as The Weather Channel 312, and a recipe generator, such asChef Watson 310, are paired together with vendor data 304 about a foodbrand(s) being advertised by a vendor to generate recipe recommendationsfor a target consumer based on weather, time of day, location, andpreferred ingredients.

In accordance with one or more embodiments of the invention, Chef Watson310 combines the knowledge learned to date of Western cuisine with aclient recipe database which can make up all or a subset of the vendordata 304 shown in FIG. 3. The Chef Watson knowledge learned to date isshown in FIG. 3 as Chef Watson data 306. Chef Watson can use the clientrecipe database along with its knowledge learned to date to createentirely new and enhanced client-centric recipes. These new recipes canbe used to augment the Chef Watson data 306 and/or the vendor data 304.In accordance with one or more embodiments of the invention, a newcognitive advertising experience is provided by the cognitiveadvertising application 308 to the user 102, or target consumer. Asshown in FIG. 3, the user 102 enters, via the user interface 104 of thecognitive advertising application 308, desired ingredients as a requestto Chef Watson 310.

Chef Watson 310 accepts the user request and cognitively combines allthe learned pairing knowledge and statistical knowledge, contained inthe Chef Watson data 306, with the provided user input along with anypreviously learned user or vendor constraints contained, for example, inthe vendor data 304. In accordance with one or more embodiments of theinvention, the previously learned user constraints include weather data116 associated with the user 102. Based on this information, Chef Watson310 crafts and outputs new flavor pairings and recipes that include thevendor's products, and then presents them to the target consumer via thecognitive advertising application 308 and the user interface 104.

In accordance with one or more embodiments of the invention, Chef Watson310 continues to learn, adapt, and evolve the recipe database and userofferings. As shown in FIG. 3, the user interface 104 presented to theuser 102 contains components from both The Weather Channel 312 and thecognitive advertising application 308. In accordance with one or moreembodiments of the invention described herein, the user 102 is using TheWeather Channel 312 via the user interface 104 and content of the userinterfaces of advertisements generated by the cognitive advertisingapplication 308 are overlaid in locations specified by The WeatherChannel 312.

Chef Watson 310 models food ingredients, dishes, and cuisines. A largenumber of candidate recipes are produced that match the user's explicitquery (if any) and contextual attributes such as, but not limited to:time of year, weather conditions, and time of day. This list ofcandidate recipes is subjected to a sequence of evaluators to rank thecandidate recipes along various dimensions. In accordance with one ormore embodiments of the invention, new evaluators are created to ensurethat brand-promoted products are included, and to judge whether therecipe includes seasonally-relevant and weather-relevant elements. Ascore aggregation process incorporates these novel scorers with existingChef Watson techniques to create a final ranking. This score combinationprocess can be hand-tuned or can be trained based on user signal such asclick-through rates. In accordance with one or more embodiments of theinvention described herein, the front-end code for a cognitive ad,running for example in SWVL, collects all required attributes (e.g., theuser's location and outside temperature, and the brand being promoted onthe ad) and passes them to the Chef Watson logic when sending a request.

In accordance with one or more embodiments of the invention, all or aportion of the user interface 104, the Weather Channel 312, the weatherdata 116, the cognitive advertising application 308, Chef Watson 310,the vendor data 304, and the Chef Watson data 306 are communicativelycoupled as shown in FIG. 3 via one or more networks.

Turning now to FIGS. 4-8, examples of graphical user interface screensthat can be implemented to advertise food products in an interactivemanner are generally shown in accordance with one or more embodiments ofthe invention. The graphical user interface screens shown in thesefigures can be displayed, for example via user interface 104 andgenerated by cognitive advertising application 308 using Chef Watson asa backend system. In accordance with one or more embodiments of theinvention, the graphical user interface screens are presented to atarget consumer who is using The Weather Channel 312. The graphical userinterface screens shown in FIGS. 4-8 are intended to show one example ofhow a target consumer can interact with one or more embodiments of theinvention and example content of that interaction. It is not intended tolimiting as many other interactions and content can be produced byexemplary embodiments of the invention described herein.

Turning now to FIG. 4, a block diagram 400 of a graphical user interfacescreen for implementing cognitive advertising that is triggered byweather data to advertise food products is generally shown in accordancewith one or more embodiments of the invention. As shown in FIG. 4, thecurrent location (i.e., Chicago), the current weather (i.e., cloudy),and a product of a brand being advertised (i.e., Soup from Brand XKitchen) are known by the cognitive advertising application. As shown inFIG. 4, an offer to use Chef Watson is presented to the target consumerby the advertiser.

Turning now to FIG. 5, a block diagram 500 of a graphical user interfacescreen for implementing cognitive advertising that is triggered byweather data to advertise food products is generally shown in accordancewith one or more embodiments of the invention. FIG. 5 can be presentedto the target consumer in response to the target consumer selecting theChef Watson option in FIG. 4. As shown in FIG. 5, the target consumer isprompted to enter up to three ingredients (e.g., ingredients they preferand/or already have on hand) and given a “quick pick” option. Inaddition, the target consumer is given the option to take a hapticaction (shaking the phone) to get recipes to display. In accordance withone more embodiments of the invention, these recipes that are identifiedor generated by Chef Watson will include (e.g., as a main ingredient)one or more products of Brand X Kitchen and will be appropriate for arainy day (e.g., may not include outdoor cooking).

Turning now to FIG. 6, a block diagram 600 of a graphical user interfacescreen for implementing cognitive advertising that is triggered byweather data to advertise food products is generally shown in accordancewith one or more embodiments of the invention. FIG. 6 can be presentedto the target consumer in response to the target consumer selecting thequick pick option in FIG. 5. As shown in FIG. 6, the target consumer isprovided with a list of ingredients and prompted to select them.

Turning now to FIG. 7, a block diagram 700 of a graphical user interfacescreen for implementing cognitive advertising that is triggered byweather data to advertise food products is generally shown in accordancewith one or more embodiments of the invention. FIG. 7 can be presentedto the target consumer in response to the target consumer selectingingredients. As shown in FIG. 7, the target consumer is provided withinformation about a recipe, as well as given an option to go a differentrecipe or to get a coupon.

Turning now to FIG. 8, a block diagram 800 of a graphical user interfacescreen for implementing cognitive advertising that is triggered byweather data to advertise food products is generally shown in accordancewith one or more embodiments of the invention. FIG. 8 can be presentedto the target consumer in response to the target consumer selecting arecipe in FIG. 7. The graphical user interface screen shown in FIG. 8includes a brand portion 802 that displays the name of the advertiser, aproduct portion 804 that display one or more products, a recipedescription portion 806 that describes the recipe, an ingredient listportion 808 that lists ingredients in recipe, a coupon portion 810 thatoffers coupons promotions and e-commerce, a social media portion 812that lists recipes being selected by other users and a link to therecipes, and a Chef Watson portion 814 that restarts the recipeselection process. As shown in the ingredient list portion 808 and thesocial media portion 812, one or more embodiments of the invention areintegrated with text, electronic mail, and social media. FIG. 8 depictsone example of some of the types of information that can be presented tothe target customer and an example format, and is not intended to belimiting as any type of information that can be accessed by thecognitive advertising application and any type of user interface topresent the information to the target consumer can be utilized by one ormore embodiments of the invention described herein.

Turning now to FIG. 9, a block diagram 900 of a system for implementingcognitive advertising that is triggered by weather data to advertisedrink products is generally shown in accordance with one or moreembodiments of the invention. The system shown in FIG. 9 can providereal-time, personalized beverage planning recommendations and solutionsto target consumers. One or more embodiments of the invention describedherein can provide personalized drink recipe recommendations that rangefrom simple standards to entirely new drinks and ingredientcombinations.

As shown in FIG. 9, data and processing capabilities of a weather datasource such as The Weather Channel 906 and a beverage recipe generatorsuch as Watson Twist 910, are paired together with vendor data 912 abouta beverage brand(s) being advertised by a vendor to generate beveragerecipe recommendations for a target consumer based on weather, time ofday, location, and preferred ingredients.

In accordance with one or more embodiments of the invention Watson Twist910 combines its knowledge of thousands of recipes and its learnedmastery of the science of aroma and flavor at the molecular level with avendor recipe database which can make up all or a subset of the vendordata 912 shown in FIG. 9. The Watson Twist knowledge learned to date isshown in FIG. 9 as Watson Twist data 914. Watson Twist can use theclient recipe database along with its knowledge learned to date andapply it to the task of mixing flavors to put new twists on classiccocktails (or other beverages) and/or to create entirely new andenhanced client-centric beverage recipes. These new beverage recipes canbe used to augment the Watson Twist data 914 and/or the vendor data 912.In accordance with one or more embodiments of the invention, a newcognitive advertising experience is provided by the cognitiveadvertising application 908 to the user 902, or target consumer. Asshown in FIG. 9, the user 902 enters, via the user interface 904 and thecognitive advertising application 908, desired ingredients and/orflavors as a request to Watson Twist 910.

Watson Twist 910 ingests the user request and cognitively combines allthe learned pairing knowledge and statistical knowledge, contained inthe Watson Twist data 914, with the provided user input along with anypreviously learned user or vendor constraints, contained for example inthe vendor data 912. In accordance with one or more embodiments of theinvention, the previously learned user constraints include weather data116 associated with the user 902. Based on this information, WatsonTwist 910 crafts and outputs new flavor pairings and drink recipes thatinclude the vendor's products, and then presents them to the targetconsumer, or user 902, via the cognitive advertising application 908 andthe user interface 904. In accordance with one or more embodiments ofthe invention, Watson Twist 910 continues to learn, adapt, and evolvethe recipe database and user offerings. As shown in FIG. 9, the userinterface 904 presented to the user 902 contains components from bothThe Weather Channel 906 and the cognitive advertising application 908.In accordance with one or more embodiments of the invention describedherein, the user 902 is using The Weather Channel 906 via the userinterface 904 and content of the user interfaces of advertisementsgenerated by the cognitive advertising application 908 are overlaid inlocations specified by The Weather Channel 906.

Similar to the processing described above with respect to Chef Watson310, a large number of candidate drink recipes are produced by WatsonTwist 910 that match the user's explicit query (if any) and contextualattributes such as, but not limited to: time of year, weatherconditions, and time of day. This list of candidate drink recipes issubjected to a sequence of evaluators to rank the candidate drinkrecipes along various dimensions. In accordance with one or moreembodiments of the invention, new evaluators are created to ensure thatbrand-promoted products are included, and to judge whether the drinkrecipe includes seasonally-relevant and weather-relevant elements. Ascore aggregation process incorporates these novel scorers with existingWatson Twist techniques to create a final ranking. This scorecombination process can be hand-tuned or can be trained based on usersignal such as click-through rates. In accordance with one or moreembodiments of the invention described herein, the front-end code for acognitive ad, running for example in SWVL, collects all requiredattributes (e.g., the user's location and outside temperature, and thebrand being promoted on the ad) and passes them to the Chef Watson logicwhen sending a request.

It should be noted that a recipe generated by Chef Watson or WatsonTwist can take several forms. Depending on the target audience therecipe can be just a combination of three or four ingredients providedto inspire the users (who may then create their own full recipe based onthat), it can be a full list of ingredients, or it can be a list ofingredients with proportions, plus recipe instructions.

Turning now to FIGS. 10-12, examples of graphical user interfaces thatcan be implemented to advertise beverage products in an interactivemanner are generally shown in accordance with one or more embodiments ofthe invention. The graphical user interfaces shown in these figures canbe displayed, for example via user interface 904 and generated bycognitive advertising application 908 using Watson Twist as a backendsystem. In accordance with one or more embodiments of the invention, thegraphical user interfaces are presented to a target consumer who isusing The Weather Channel 906. The graphical user interface screensshown in FIGS. 10-12 are intended to show one example of how a targetconsumer can interact with one or more embodiments of the invention andexample content of that interaction. It is not intended to be limitingas many other interactions and content can be produced by exemplaryembodiments of the invention described herein.

Turning now to FIG. 10, a block diagram 1000 of a graphical userinterface screen for implementing cognitive advertising that istriggered by weather data to advertise drink products is generally shownin accordance with one or more embodiments of the invention. As shown inFIG. 10, the current location (i.e., Chicago), the current weather(i.e., rain), a product of a brand being advertised are known by thecognitive advertising application (i.e., vodka from Brand Y) are knownby the cognitive advertising application. As shown in FIG. 10, an offerto use Watson Twist is presented to the target consumer by theadvertiser. Also shown on the graphical user interface screen of FIG. 10is a request to select a type of vodka from Brand Y.

Turning now to FIG. 11, a block diagram 1100 of a graphical userinterface screen for implementing cognitive advertising that istriggered by weather data to advertise drink products is generally shownin accordance with one or more embodiments of the invention. The user ispresented with a variety of flavor profiles for selection, and given theoption to shake the user device (e.g., the phone) for more flavors.

Turning now to FIG. 12, a block diagram 1200 of a graphical userinterface screen for implementing cognitive advertising that istriggered by weather data to advertise drink products is generally shownin accordance with one or more embodiments of the invention. As shown inFIG. 12, based on the flavor profile(s) entered by the user, aparticular beverage product sold by the vendor is suggested for theuser. Based on the user selecting a particular product and requesting arecipe, the cognitive advertising application can display a messagehaving to do with the weather data (e.g., “spice up your rainy eveningwith product A”) and/or present the user with a drink recipe that usesthe selected product. In accordance with one or more embodiments of theinvention, Watson Twist makes drink recipe recommendations based onexisting recipes or newly created recipes. The user can request a textor email that contains the list of ingredients included in a drinkrecipe. A store locator function can also be provided based on a currentgeographic location of the target consumer. In addition, the user can bepresented with an option of using Chef Watson to pair a food recipe witha beverage recipe.

Turning now to FIGS. 13-14, examples of graphical user interfaces thatcan be implemented to advertise a service (e.g., a restaurant) in aninteractive manner are generally shown in accordance with one or moreembodiments of the invention. Turning now to FIG. 13, a block diagram1300 of a graphical user interface screen for implementing cognitiveadvertising that is triggered by weather data and current traffic datato advertise a Brand Z restaurant is generally shown in accordance withone or more embodiments of the invention. Turning now to FIG. 14, ablock diagram 1400 of a graphical user interface screen for implementingcognitive advertising that is triggered by weather data to advertise aBrand Z restaurant is generally shown in accordance with one or moreembodiments of the invention. The graphical user interface screens shownin FIGS. 13-14 are intended to show one example of how a target consumercan interact with one or more embodiments of the invention and examplecontent of that interaction. It is not intended to limiting as manyother interactions and content can be produced by exemplary embodimentsof the invention described herein.

Turning now to FIG. 15, a block diagram of a computer system 1500 foruse in implementing some or all aspects of a system for implementingcognitive advertising that is triggered by weather data is generallyshown according to one or more embodiments of the invention. Theprocessing described herein may be implemented in hardware, software(e.g., firmware), or a combination thereof. In an exemplary embodiment,the methods described may be implemented, at least in part, in hardwareand may be part of the microprocessor of a special or general-purposecomputer system 1500, such as a mobile device, personal computer,workstation, minicomputer, or mainframe computer.

In an exemplary embodiment, as shown in FIG. 15, the computer system1500 includes a processor 1505, memory 1510 coupled to a memorycontroller 1515, and one or more input devices 1545 and/or outputdevices 1540, such as peripherals, that are communicatively coupled viaa local I/O controller 1535. These devices 1540 and 1545 may include,for example, a printer, a scanner, a microphone, and the like. Aconventional keyboard 1550 and mouse 1555 may be coupled to the I/Ocontroller 1535. The I/O controller 1535 may be, for example, one ormore buses or other wired or wireless connections, as are known in theart. The I/O controller 1535 may have additional elements, which areomitted for simplicity, such as controllers, buffers (caches), drivers,repeaters, and receivers, to enable communications.

The I/O devices 1540, 1545 may further include devices that communicateboth inputs and outputs, for instance disk and tape storage, a networkinterface card (NIC) or modulator/demodulator (for accessing otherfiles, devices, systems, or a network), a radio frequency (RF) or othertransceiver, a telephonic interface, a bridge, a router, and the like.

The processor 1505 is a hardware device for executing hardwareinstructions or software, particularly those stored in memory 1510. Theprocessor 1505 may be a custom made or commercially available processor,a central processing unit (CPU), an auxiliary processor among severalprocessors associated with the computer system 1500, a semiconductorbased microprocessor (in the form of a microchip or chip set), amacroprocessor, or other device for executing instructions. Theprocessor 1505 can include a cache such as, but not limited to, aninstruction cache to speed up executable instruction fetch, a data cacheto speed up data fetch and store, and a translation look-aside buffer(TLB) used to speed up virtual-to-physical address translation for bothexecutable instructions and data. The cache may be organized as ahierarchy of more cache levels (L1, L2, etc.).

The memory 1510 may include one or combinations of volatile memoryelements (e.g., random access memory, RAM, such as DRAM, SRAM, SDRAM,etc.) and nonvolatile memory elements (e.g., ROM, erasable programmableread only memory (EPROM), electronically erasable programmable read onlymemory (EEPROM), programmable read only memory (PROM), tape, compactdisc read only memory (CD-ROM), disk, diskette, cartridge, cassette orthe like, etc.). Moreover, the memory 1510 may incorporate electronic,magnetic, optical, or other types of storage media. Note that the memory1510 may have a distributed architecture, where various components aresituated remote from one another but may be accessed by the processor1505.

The instructions in memory 1510 may include one or more separateprograms, each of which comprises an ordered listing of executableinstructions for implementing logical functions. In the example of FIG.15, the instructions in the memory 1510 include a suitable operatingsystem (OS) 1511. The operating system 1511 essentially may control theexecution of other computer programs and provides scheduling,input-output control, file and data management, memory management, andcommunication control and related services.

Additional data, including, for example, instructions for the processor1505 or other retrievable information, may be stored in storage 1520,which may be a storage device such as a hard disk drive or solid statedrive. The stored instructions in memory 1510 or in storage 1520 mayinclude those enabling the processor to execute one or more aspects ofthe dispatch systems and methods of this disclosure.

The computer system 1500 may further include a display controller 1525coupled to a display 1530. In an exemplary embodiment, the computersystem 1500 may further include a network interface 1560 for coupling toa network 1565. The network 1565 may be an IP-based network forcommunication between the computer system 1500 and an external server,client and the like via a broadband connection. The network 1565transmits and receives data between the computer system 1500 andexternal systems. In an exemplary embodiment, the network 1565 may be amanaged IP network administered by a service provider. The network 1565may be implemented in a wireless fashion, e.g., using wireless protocolsand technologies, such as WiFi, WiMax, etc. The network 1565 may also bea packet-switched network such as a local area network, wide areanetwork, metropolitan area network, the Internet, or other similar typeof network environment. The network 1565 may be a fixed wirelessnetwork, a wireless local area network (LAN), a wireless wide areanetwork (WAN) a personal area network (PAN), a virtual private network(VPN), intranet or other suitable network system and may includeequipment for receiving and transmitting signals.

Systems and methods for providing cognitive advertising that istriggered by weather data as described herein can be embodied, in wholeor in part, in computer program products or in computer systems 1500,such as that illustrated in FIG. 15.

The terminology used herein is for the purpose of describing particularembodiments of the invention only and is not intended to be limiting ofthe invention. As used herein, the singular forms “a”, “an” and “the”are intended to include the plural forms as well, unless the contextclearly indicates otherwise. It will be further understood that theterms “comprises” and/or “comprising,” when used in this specification,specify the presence of stated features, integers, steps, operations,elements, and/or components, but do not preclude the presence oraddition of one or more other features, integers, steps, operations,elements, components, and/or groups thereof.

The corresponding structures, materials, acts, and equivalents of allmeans or step plus function elements in the claims below are intended toinclude any structure, material, or act for performing the function incombination with other claimed elements as specifically claimed. Thedescription of the present invention has been presented for purposes ofillustration and description, but is not intended to be exhaustive orlimited to the invention in the form disclosed. Many modifications andvariations will be apparent to those of ordinary skill in the artwithout departing from the scope and spirit of the invention. Theembodiments of the invention were chosen and described in order to bestexplain the principles of the invention and the practical application,and to enable others of ordinary skill in the art to understand theinvention for various embodiments with various modifications as aresuited to the particular use contemplated.

The present invention may be a system, a method, and/or a computerprogram product. The computer program product may include a computerreadable storage medium (or media) having computer readable programinstructions thereon for causing a processor to carry out aspects of thepresent invention.

The computer readable storage medium can be a tangible device that canretain and store instructions for use by an instruction executiondevice. The computer readable storage medium may be, for example, but isnot limited to, an electronic storage device, a magnetic storage device,an optical storage device, an electromagnetic storage device, asemiconductor storage device, or any suitable combination of theforegoing. A non-exhaustive list of more specific examples of thecomputer readable storage medium includes the following: a portablecomputer diskette, a hard disk, a random access memory (RAM), aread-only memory (ROM), an erasable programmable read-only memory (EPROMor Flash memory), a static random access memory (SRAM), a portablecompact disc read-only memory (CD-ROM), a digital versatile disk (DVD),a memory stick, a floppy disk, a mechanically encoded device such aspunch-cards or raised structures in a groove having instructionsrecorded thereon, and any suitable combination of the foregoing. Acomputer readable storage medium, as used herein, is not to be construedas being transitory signals per se, such as radio waves or other freelypropagating electromagnetic waves, electromagnetic waves propagatingthrough a waveguide or other transmission media (e.g., light pulsespassing through a fiber-optic cable), or electrical signals transmittedthrough a wire.

Computer readable program instructions described herein can bedownloaded to respective computing/processing devices from a computerreadable storage medium or to an external computer or external storagedevice via a network, for example, the Internet, a local area network, awide area network and/or a wireless network. The network may comprisecopper transmission cables, optical transmission fibers, wirelesstransmission, routers, firewalls, switches, gateway computers and/oredge servers. A network adapter card or network interface in eachcomputing/processing device receives computer readable programinstructions from the network and forwards the computer readable programinstructions for storage in a computer readable storage medium withinthe respective computing/processing device.

Computer readable program instructions for carrying out operations ofthe present invention may be assembler instructions,instruction-set-architecture (ISA) instructions, machine instructions,machine dependent instructions, microcode, firmware instructions,state-setting data, or either source code or object code written in anycombination of one or more programming languages, including an objectoriented programming language such as Java, Smalltalk, C++ or the like,and conventional procedural programming languages, such as the “C”programming language or similar programming languages. The computerreadable program instructions may execute entirely on the user'scomputer, partly on the user's computer, as a stand-alone softwarepackage, partly on the user's computer and partly on a remote computeror entirely on the remote computer or server. In the latter scenario,the remote computer may be connected to the user's computer through anytype of network, including a local area network (LAN) or a wide areanetwork (WAN), or the connection may be made to an external computer(for example, through the Internet using an Internet Service Provider).In some embodiments, electronic circuitry including, for example,programmable logic circuitry, field-programmable gate arrays (FPGA), orprogrammable logic arrays (PLA) may execute the computer readableprogram instructions by utilizing state information of the computerreadable program instructions to personalize the electronic circuitry,in order to perform aspects of the present invention.

Aspects of the present invention are described herein with reference toflowchart illustrations and/or block diagrams of methods, apparatus(systems), and computer program products according to embodiments of theinvention. It will be understood that each block of the flowchartillustrations and/or block diagrams, and combinations of blocks in theflowchart illustrations and/or block diagrams, can be implemented bycomputer readable program instructions.

These computer readable program instructions may be provided to aprocessor of a general purpose computer, special purpose computer, orother programmable data processing apparatus to produce a machine, suchthat the instructions, which execute via the processor of the computeror other programmable data processing apparatus, create means forimplementing the functions/acts specified in the flowchart and/or blockdiagram block or blocks. These computer readable program instructionsmay also be stored in a computer readable storage medium that can directa computer, a programmable data processing apparatus, and/or otherdevices to function in a particular manner, such that the computerreadable storage medium having instructions stored therein comprises anarticle of manufacture including instructions which implement aspects ofthe function/act specified in the flowchart and/or block diagram blockor blocks.

The computer readable program instructions may also be loaded onto acomputer, other programmable data processing apparatus, or other deviceto cause a series of operational steps to be performed on the computer,other programmable apparatus or other device to produce a computerimplemented process, such that the instructions which execute on thecomputer, other programmable apparatus, or other device implement thefunctions/acts specified in the flowchart and/or block diagram block orblocks.

The flowchart and block diagrams in the Figures illustrate thearchitecture, functionality, and operation of possible implementationsof systems, methods, and computer program products according to variousembodiments of the present invention. In this regard, each block in theflowchart or block diagrams may represent a module, segment, or portionof instructions, which comprises one or more executable instructions forimplementing the specified logical function(s). In some alternativeimplementations, the functions noted in the block may occur out of theorder noted in the figures. For example, two blocks shown in successionmay, in fact, be executed substantially concurrently, or the blocks maysometimes be executed in the reverse order, depending upon thefunctionality involved. It will also be noted that each block of theblock diagrams and/or flowchart illustration, and combinations of blocksin the block diagrams and/or flowchart illustration, can be implementedby special purpose hardware-based systems that perform the specifiedfunctions or acts or carry out combinations of special purpose hardwareand computer instructions.

The descriptions of the various embodiments of the present inventionhave been presented for purposes of illustration, but are not intendedto be exhaustive or limited to the embodiments disclosed. Manymodifications and variations will be apparent to those of ordinary skillin the art without departing from the scope and spirit of the describedembodiments. The terminology used herein was chosen to best explain theprinciples of the embodiments, the practical application or technicalimprovement over technologies found in the marketplace, or to enableothers of ordinary skill in the art to understand the embodimentsdisclosed herein.

1-7. (canceled)
 8. A system comprising: a memory having computerreadable instructions; and one or more processors for executing thecomputer readable instructions, the computer readable instructionscontrolling the one or more processors to perform operations comprising:receiving, at a processing system, weather data that is associated witha target consumer; selecting, using the processing system, content of adigital advertisement for a vendor, the selecting based at least in parton: the weather data that is associated with the target consumer; andinformation about an item or a service provided by the vendor;transmitting the digital advertisement, including the content, forpresentation to the target consumer via a user interface; receiving aresponse to the digital advertisement from the target consumer;modifying, using the processing system, the content of the digitaladvertisement based at least in part on the response to the digitaladvertisement from the target consumer; and transmitting the digitaladvertisement, including the modified content, for presentation to thetarget consumer via the user interface.
 9. The system of claim 8,wherein the selecting is further based at least in part on one or bothof a current location of the target consumer and a current time of day.10. The system of claim 8, wherein the item or service includes an itemthat is edible and the digital advertisement includes a recipe thatincludes the item as an ingredient.
 11. The system of claim 10, whereinthe recipe is included in the information about the item provided by thevendor.
 12. The system of claim 10, wherein the recipe is generated inreal-time by the processing system.
 13. The system of claim 8, whereinthe response to the digital advertisement is stored and provided to thevendor for analysis.
 14. The system of claim 8, wherein the item orservice includes a service provided by the vendor and the digitaladvertisement includes information about the service.
 15. A computerprogram product comprising a computer readable storage medium havingprogram instructions embodied therewith, the program instructionsexecutable by a processor to cause the processor to perform operationscomprising: receiving, at a processing system, weather data that isassociated with a target consumer; selecting, using the processingsystem, content of a digital advertisement for a vendor, the selectingbased at least in part on: the weather data that is associated with thetarget consumer; and information about an item or a service provided bythe vendor; transmitting the digital advertisement, including thecontent, for presentation to the target consumer via a user interface;receiving a response to the digital advertisement from the targetconsumer; modifying, using the processing system, the content of thedigital advertisement based at least in part on the response to thedigital advertisement from the target consumer; and transmitting thedigital advertisement, including the modified content, for presentationto the target consumer via the user interface.
 16. The computer programproduct of claim 15, wherein the selecting is further based at least inpart on one or both of a current location of the target consumer and acurrent time of day.
 17. The computer program product of claim 15,wherein the item or service includes an item that is edible and thedigital advertisement includes a recipe that includes the item as aningredient.
 18. The computer program product of claim 17, wherein therecipe is included in the information about the item provided by thevendor.
 19. The computer program product of claim 17, wherein the recipeis generated in real-time by the processing system.
 20. The computerprogram product of claim 15, wherein the response to the digitaladvertisement is stored and provided to the vendor for analysis.